Consumers’ response to the brand revolves around the brand’s image. This makes the concept an essential input into marketing strategy since a positive, strong brand image will presumably lead to choosing a particular brand.
Below are examples of Multivariate Solutions Branding measurement approaches we have encountered, or developed for our use.
Understand Your Brand’s Movable Middle – a Key to Growth explains how to increase this important category of buyers.
The Quirk’s Marketing Research Review article, “Accelerating Recovery – Using Research to Manage a Brand Crisis,” offers strategies for using research as a major part of any effort to repair a brand’s reputation.
Assessing a Brand Funnel Using Comparative Discriminant Analysis explores how a brand can improve commitment to brands by using multiple sections of a survey or existing data silo input.
Game Theory and Consumer Choice goes through one step at a time of the brand funnel.
Brand Influencer Techniques demonstrates methodology for determining individuals and groups influencing a Brand’s decision makers’ perceptions and behaviors.
Correspondence Analysis-Perceptual Maps is a statistical visualization method that takes a snapshot of a brand’s position at any given moment.
Corporate Image Chart is a graphic display of two-levels of regression which show Brand Images and Brand Drivers.
Measuring Brand Equity With Structural Equations Models, published in Admap Magazine, explains a hybrid technique that encompasses aspects of confirmatory factor analysis, path analysis and regression analysis.
Political Correspondence Map is a snapshot of voters perceptions of a given political parties. This technique is effective when assessing many attributes with several brands or the effectiveness of advertising campaigns.
Finding and Measuring Your Vision Thing – Political Branding: How to Manage It and Help Your Candidates Win is an article in Politics Magazine that discussing how to position your candidate’s brand.
The magazine article titled Using Perceptual Map for Political Branding explains how to use this graphical marketing research technique to uncover wedge issues for political campaigns.
A Compendium of Brand Measurement discusses various Branding measurements, such as Brand Awareness, Brand Image, Brand Equity, Brand Reputation, Brand Mindshare and Point Allocations.
Brand Equity and Discrete Choice Models as explained in this Quirk’s Magazine article, is an example of a method by which we are able to assign an exact dollar-value to a brand name and replicate brand performance is a real-world marketplace.
What’s in a Name? It all starts with a name. Just as each of us has a name at the core of our individual sense of identity, so brands have names as the basis of their visual and verbal identities. Specific methodology tests and validates naming choices.
Building and Measuring Brand Personality differentiates brand image, denoting tangible benefits and attributes, from brand personality, the emotional associations of a brand.
Mining the Silent Evidence discusses intricacies of brand funnels and filters for discovering opportunities and consumer groups to target.
A Step Further – Measuring Improvement of NPS explains how to discover which factors improve the Net Promoter Score metric which reflects consumers’ recommendations of a product or brand.
